The main defense put forth by Google and supporters of its proposed acquisition of DoubleClick holds that the two companies do business differently when it comes to advertising.
Google, DoubleClick On Defense Against Senators
One company sells ads, one delivers them. In a nutshell, that's Google's view of the DoubleClick deal, and there isn't any reason for people to be so fired up about it.
In testimony before a Senate Judiciary subcommittee, Google and its main DoubleClick detractor, Microsoft, fenced over the subtleties of that characterization. The
"I think a better analogy is this: Google is already Amazon and is already FedEx," (Smith) said. "Now, they're proposing to buy the post office."
Those who participate in Google's
Precursor's Scott Cleland submitted 64 pages of testimony against the deal. He sees it as "a de facto end-run around media ownership limits," saying that while laws limit TV, cable, radio, and newspapers in their reach, a Google-DoubleClick deal would reach 90 percent of the global online media audience.
"If a business wants its content to succeed on the Internet, it would have no choice but to use the Google-DoubleClick-YouTube online advertising platform," said Cleland. "No real competitive choice." 
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